How it works
It’s standard in HVAC replacement and common in roofing, windows and bath. Each tier changes something the homeowner can feel: efficiency, warranty, comfort features or materials. The middle option is usually the one built for most buyers. The top option sets the upper frame and makes the middle look reasonable.
It also changes the question at the table. Instead of “yes or no”, the homeowner is deciding “which one”.
Why it matters when you hire
Ask candidates how they present options and how often buyers pick the top tier. A rep who quotes one system, or always leads with the cheapest, leaves money on the table for you and for them.
ServiceTitan’s target average HVAC replacement ticket is $7,700+, and it notes the figure varies by market. Presenting options is one of the ways reps get there.